1.
Adding a UX string to
your SEO bow
Luci Wood | Blue Array
slideshare.net/LucindaWoodDipDigMMI
@incorgnito_mode

2.
‘Adding a UX string to your bow’
Having an alternative
means of reaching
your desired target.
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3.
What we’ll be covering
● The closing gap between SEO
and UX
● The UX honeycomb
● What makes a good page?
● Accessibility considerations
● SEO friendly A/B Testing
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4.
When was the last time
you felt really excited
about something?
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5.
When was the last time
you felt really excited
about something?
Why were you
excited about it?
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6.
In most cases, you’re
excited for the
experience of doing
these things.
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7.
Money
Love
Dogs
Experiences make the world go round.
Ok, maybe also dogs.
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8.
As SEOs, we sometimes
focus on helping people
find a destination...
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9.
... but not so much on their
experience once they get there!
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10.
```
The age-old* battle
*Don Norman coined the term
“user experience” in 1993, 5 years
before Google was founded!
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11.
SEO team
Search friendly
site structure
Compressed images
Optimised content
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12.
UX team
SPAs
No navigation bar
Background hero videos
Infinite scroll
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13.
The days of SEO
vs. UX are gone.
We’re more
intertwined than
ever.
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14.
“You should build a
website to benefit your
users, and gear any
optimization toward
making the user
experience better...”
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15.
“...One of those users is a
search engine, which helps
other users discover your
content.”
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16.
How can we apply
UX thinking to
our SEO
approach?
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17.
VALUABLE
FINDABLE
USABLE
USEFUL
DESIRABLE
CREDIBLE
ACCESSIBLE
UX honeycomb
Peter Morville
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18.
SEO honeycomb
10X
CONTENT
CRAWLABLE
NAVIGABLE
RELEVANT
WELL
LINKED
TO
E-A-T
INDEXABLE
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19.
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The Page
Experience
update

20.
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21.
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22.
But let’s not forget
that Core Web Vitals is
not the only element
of the page experience
update.
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23.
What else makes
up a good page
for users?
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24.
Performance
Page speed
Rendering
Server responses
Redirects
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25.
Security
Privacy
HTTPS
Safe browsing
Data security
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26.
Usability &
navigation
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27.
Can I find
what I need,
easily and
quickly....
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28.
… as a user
or a bot?

29.
A few tools for
IA auditing and
planning…
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30.
Draw.io
Draw.io
Free? Yep
Useful for: Simple, fuss-free planning
Cool features? Heaps of chart templates
Integrates with Google
Drive & Atlassian
Thanks @neil_mchugh for the suggestions!
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31.
Dynomapper
Dynomapper
Free? Free trial
Useful for: IA auditing - pulls in GA data
Cool features? Content planning, keyword
tracking & accessibility
testing @incorgnito_mode
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32.
Omnigraffle
Omnigraffle
Free? From $12.49/month
Useful for: Diagramming
Rapid prototyping
Cool features? Intelligent grouping,
snapping, and alignment
tools @incorgnito_mode
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33.
The good old fashioned way
Pen & paper/spreadsheet
Free? Of course
Useful for: Kinesthetic thinkers
Luddites
Cool features? Much more flexibility
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34.
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Relevance &
audience
understanding

35.
Where does your audience hang out
online and why?
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Entertainment
News
Forums
Social media
UGC sites
Gaming
Shopping
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36.
Google Analytics
Demographics
Technology
Audience interests
Internal Search
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37.
YouGov Audience Explorer
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Get insights into opinions
and brand affinities,
behaviors, media
consumption, hobbies and
interests for your desired
audience.

38.
Content & E-A-T
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39.
Don’t design first and
worry about copy and
images later
SEO isn’t linear
Let your user guide you
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40.
Do some keyword, intent
& competitor research
🤔 I want to know
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41.
Do some keyword, intent
& competitor research
🤔 I want to know
🚙 I want to go
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42.
Do some keyword, intent
& competitor research
🤔 I want to know
🚙 I want to go
🍻 I want to do
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#brightonseo

43.
Do some keyword, intent
& competitor research
🤔 I want to know
🚙 I want to go
🍻 I want to do
🛍 I want to buy
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44.
Do some SERP research
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45.
Do some SERP research
📝 Featured snippets
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46.
Do some SERP research
📝 Featured snippets
🤔 PAAs
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47.
Do some SERP research
📝 Featured snippets
🤔 PAAs
🔎 Who’s ranking?
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48.
Do some SERP research
📝 Featured snippets
🤔 PAAs
🔎 Who’s ranking?
💬 Auto suggest
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49.
Is the language and
tone right for the
audience?
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50.
Those sites they visit?
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🗣 Tone of voice

51.
Those sites they visit?
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🗣 Tone of voice
👀 Topics of interest

52.
Those sites they visit?
🗣 Tone of voice
👀 Topics of interest
👍 Reactions/ responses
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53.
Aka separating the
gems from the
disgruntled pelicans
⭐Reviews ⭐
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54.
Identify the gaps in
informing and
persuading the
buyer
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55.
🎾 Discover
alternative uses
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^ 12/10 ballie skillz

56.
󰠗 Tackle duplication
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firebox.com

57.
Accessibility
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58.
The good news
We do know
accessibility is
important
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@rvtheverett

59.
The bad news
Alt tags
Image captions
Anchor text
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60.
Unpacking
accessibility
Who?
What?
Why?
How?
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61.
Who...
Language
Individual needs
& challenges
Include in personas,
user archetypes and stories
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62.
What...
Know/Go/Do/Buy
Content types
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63.
Why...
Situation
> Temporary or permanent?
Digital access
Data limitations
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64.
How...
Navigation
Technology
Device types
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65.
Stepping into
another’s shoes...
empathyprompts.net
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66.
Testing
(Not that kind of testing
😅😷)
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67.
Pros of A/B testing
Easy to set up
Can help prove business case for bigger changes
Sometimes you can jump the dev queue
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68.
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Cons
Most are CSR
If we want to determine the impact of a site change
for Google and its ranking algorithm, we only have
one user: Googlebot.
😷

69.
Google’s web crawler (Googlebot) now
runs on the latest version of
Chromium
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��

70.
“The same client-side coding mechanisms that
make user-focused A/B testing so easy to
implement can now be made available to SEO
A/B testers!” - Brandon Howell
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��

71.
SplitSignal from SEMRush: A/B
split testing designed by SEOs.
These great articles from Brandon
Howell, Craig Bradford and
Rachel Costello
Things to go check out today if A/B testing is on
your radar:
��
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��

72.
The non-ranking signal
signals
🏀 Bounce rate
🖱CTR
📄 Pages per session
🚌 Drop off points
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73.
Let’s pack up
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74.
“Users show they prefer sites with a great
page experience.
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75.
“Users show they prefer sites with a great
page experience. In recent years, search has
added a variety of user experience criteria,
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76.
“Users show they prefer sites with a great
page experience. In recent years, search has
added a variety of user experience criteria,
such as how quickly pages load and
mobile-friendliness,
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77.
“Users show they prefer sites with a great
page experience. In recent years, search has
added a variety of user experience criteria,
such as how quickly pages load and
mobile-friendliness, as factors for ranking
results.”
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78.
A rose by any
other name...
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79.
Page Experience is
more than the
technical aspects of
Core Web Vitals
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80.
What else makes up a good page?
Accessibility
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81.
What else makes up a good page?
Accessibility
Content & E-A-T
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#brightonseo

82.
What else makes up a good page?
Accessibility
Content & E-A-T
Performance
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#brightonseo

83.
What else makes up a good page?
Accessibility
Content & E-A-T
Performance
Privacy & Security
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#brightonseo

84.
What else makes up a good page?
Accessibility
Content & E-A-T
Performance
Privacy & Security
Relevance
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85.
What else makes up a good page?
Accessibility
Content & E-A-T
Performance
Privacy & Security
Relevance
Testing & iteration
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#brightonseo

86.
What else makes up a good page?
Accessibility
Content & E-A-T
Performance
Privacy & Security
Relevance
Testing & iteration
Usability
@incorgnito_mode
#brightonseo

87.
What else makes up a good page?
Accessibility
Content & E-A-T
Performance
Privacy & Security
Relevance
Testing & iteration
Usability
User interface design
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#brightonseo

88.
“The best user experience is being
seen and acknowledged.
- Kim Krause Berg
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89.
“The best user experience is being
seen and acknowledged.
We don’t often consider treating
website visitors as our guests.
A well-designed, functioning,
user-friendly, inclusive web page is a
sign of respect.”
- Kim Krause Berg
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#brightonseo

90.
Both bots and users are
our guests, let’s make
them feel welcome and
included, help them find
what they need, and give
them great experiences!
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91.
That’s it from me!
💙Come say hi get some swag at
the stand! 👋
🐦Tweet me:
@incorgnito_mode
🤓📈 Search ‘Blue Array jobs’
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92.
Adding a UX string to
your SEO bow
Luci Wood | Blue Array
slideshare.net/LucindaWoodDipDigMMI
@incorgnito_mode